Voilà, Sobeys’ online grocery home delivery service, recently launched its largest awareness campaign of the year, one that redefines what “value” means to Canadians in the grocery delivery space.
Rooted in deep consumer research, the campaign highlights Voilà’s most unique differentiator as the only online destination that brings together several of Canada’s most beloved grocery banners, including Sobeys, Farm Boy, and Longo’s in Ontario, and IGA in Quebec, under one seamless experience.
To bring this to life, an eye-catching creative concept was developed: where the Voilà delivery van acts as a digital portal, and an animated “delivery crew” representing each grocer jumps out alongside the driver, visually expressing the collaboration between brands in a fresh, engaging way – far beyond a traditional logo lineup. The message is simple yet powerful: Many of the most trusted grocery brands Canadians love live together in one seamless experience with Voilà, explained the company.
The comprehensive campaign rolled out across TV, online video, social, display, and OOH in the GTA and Montreal, and will run through the holiday season and into the New Year.
In addition to its creative storytelling, the company said the campaign reinforces Voilà’s leadership position in the market, ranked #1 for best overall value among all major Canadian grocery retailers in a 2024 price perception study.
This initiative was brought to life through close collaboration between Voilà’s in-house creative team, Sid Lee (creative production), and SHED (animation and character design), it said.
Mohit Grocer, SVP of e-commerce, Empire Company Limited, said the company’s research shows that Canadians define value as much more than just price, it’s about transparency, quality, and the overall shopping experience.
“At Sobeys, we’re committed to delivering that value by offering the same prices online as in-store, with no hidden fees and guaranteed freshness. This campaign reflects how Voilà continues to deliver on those priorities. By uniting trusted grocery brands like Sobeys, Farm Boy, Longo’s, and IGA under one seamless online experience, we’re offering Canadians a convenient, reliable way to shop their favourites without compromise,” he said.
Grover said what makes Voilà truly unique is its ability to bring multiple grocery banners together in a single, integrated platform, through close collaboration between brand teams and advanced technology.
“This is powered by a commitment to the same service standards
Canadians expect from each banner. Whether you’re shopping for Farm Boy’s fresh produce, Longo’s prepared meals, or Sobeys’ broad selection, Voilà delivers it all together, accurately, on time, and with the same pricing as in-store,” he said.
Grover added that the creative idea stemmed from wanting to visually capture what makes Voilà different, which is multiple trusted grocery brands working together in one place.
“The Voilà van became our “digital portal” that brings this to life in a fun and human way, with an animated delivery crew representing each grocer. The concept was developed by our in-house marketing and creative teams in collaboration with Sid Lee, who led production, and SHED, who brought the animation and character design to life,” he said.
“The end result is a fun, eye-catching campaign that celebrates how Voilà connects Canadians to all their favourite grocery brands in one seamless experience.”
Grover said the company is incredibly proud of its #1 ranking for best overall value among major Canadian grocery retailers, based on a recent 2024 price perception study.
“This campaign builds on that momentum by reinforcing the service attributes our customers value most – transparency, freshness, and convenience. The grocery delivery space is constantly evolving, but that also presents opportunities. Our focus remains on consistency and trust and ensuring that every order lives up to the same high standards our customers expect,” he said.
“Voilà has become an integral part of the Empire family of brands, helping extend each banner’s experience into customers’ homes. As consumer expectations around delivery continue to evolve, our role is about deepening that connection – delivering the same trusted quality, freshness, and service Canadians expect from our stores, now through a seamless online experience.”
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